Disney Launches New Prototype Store Design

Walt Disney Co. is testing a new prototype Disney store design in select locations around the world, which combines innovative technology, world-class storytelling and cast member interaction to bring Disney magic to retail through special learning and play activities, personalized celebrations for guests and a daily live stream of a Disney Parks parade, to name just a few of the new features debuting in the pilot stores. The Disney store prototypes are now open in the U.S. in Century City, CA, and in Northridge, CA, as well as in Nagoya, Japan, and Shanghai, China, with additional prototypes set to open in Miami and in Munich.
The prototype stores will use digital elements, such as giant LED screens, to present custom-designed guest experiences-including the LIVE from Disney Parks parade stream every afternoon and a nightly digital fireworks display on the store’s giant storefront screen-to reflect Disney’s storytelling tradition and create magical experiences for local communities that, in many cases, may be far from a Disney theme park.
“We are a storytelling company and our vision was to create a retail space that reflected our heritage,” said Paul Gainer, Exec. V.P. Disney Retail.